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The Marketing Arm

MEC Global

FleishmanHillard

SUMMARY

Our objective was to lower the number of distracted driving accidents. Our strategy was to change attitudes, that would change behavior, that would lead to fewer accidents. Specifically, we would broaden perceptions of what constituted distracted driving.
We were successful because we managed to increase awareness of the risks of distracted driving by 5% and broadened perceptions of what constituted distracted driving to include activities like reading a text, email, social media, photos, etc. This then reduced these activities by 2% and reduced crashes caused by distracted driving by 9.5%.